Carol Boeddiker Designs, Napa
“Sonoma artisan refocuses market to improve sales”
Carol Boeddiker is an Independent Representative for Silpada Designs Jewelry. Carol is sole owner and conducts a home based business selling her goods at targeted, niche market trade shows, home parties, and online.
Carol started her business in 2010 as an accomplished watercolor artist, specializing in pet portraits. Soon after, she realized that art sales are highly competitive, and the art industry is very saturated, especially in the Napa Valley/Bay Area. Carol came to the Napa/Sonoma SBDC in order to re-define her business model.
Carol changed her business focus from painting pet portraits to becoming an Independent Representative for the national jewelry company, Silpada. She identified key niche markets which has steadily increased her awareness and sales.
She follows a personal interest in horses and exhibits at horse shows. She also targets/exhibits at professional women’s conferences. With SBDC assistance Carol conducted research and focused her marketing efforts to the professional, high income female. She also invested in quality exhibit equipment and quality jewelry with sophisticated, appealing design.
Carol now attends eight to ten women’s conferences per year, including California Association of Nurse Practitioners, California Teachers Association and the California Deposition Reporters Association. She rents a tradeshow booth, and exhibits and sells Silpada Sterling Silver Jewelry to women who attend the conferences. She distributes marketing collateral to shoppers who are then able to reorder merchandise online.
She has successfully targeted high income, highly educated, highly accomplished women. Sales have increased 150 percent since 2010. The number of trade shows attended has increased from two in 2010 to ten in 2014.
“Working with [my business advisor] in the Napa small business office helped me better identify my target market and implement social media in my jewelry business.”